70 7 78 10 Scott
62 11 67 13 Date:
71 11 85 13 January 18, 1998
23 14 72 18 PROJECT APPROVAL MARKET PLANNING AND INFORMATION DEPARTMENT
27 17 41 19 Sales Analysis
47 18 65 19 Consumor Research
66 18 69 20 X
25 21 38 22 Newport Lights
70 22 78 24 5543/295
10 22 22 24 Project Title:
25 22 52 24 Direct Mail Conversion Research
62 23 68 24 Job#:
18 24 22 26 ☑
23 24 25 26 #
10 25 18 26 Revision
25 25 30 27 1
32 25 39 27 Reason:
42 25 57 26 Lower Incidence
10 28 43 30 Marketing and or Research Objectives
10 31 81 34 Determine the level of interest and conversion opportunities among pompotitive smokers. receiving a Direct Mail offer for Newport Lights.
10 36 78 39 Provide insight into the reasons for offer acceptance or rejection of offer and examine consumer perceptions about Newport Lights.
10 39 25 41 Research Design
10 42 39 44 Interviews divided among 3 gorups:
18 45 70 50 Group 1= Best redeeming customers (2+ paid coupons): n= 750 Group 2= Paid redeoming customers 1 paid coupon) n= 750 Group 3= Non- redeeming customers (no redemption) n= 750
10 51 59 53 The total sample size is 2,250. All smokers 21+ years of age.
9 57 20 61 Respondent Incidence:
54 58 68 61 Screener Questionnaire
44 58 52 61 Interview Length:
75 58 84 60 5 minutes
22 59 33 62 38% revised from 70%
74 60 83 61 10 minutes
10 64 23 65 Research Firm:
27 64 39 65 A & G Research
52 66 56 68 Jan
70 66 73 67 Jul
10 67 23 69 Cost Estimate:
27 67 34 69 $100,600
52 68 56 69 Feb
70 68 74 69 Aug
52 69 56 71 Mar
70 70 73 71 Sep
9 70 23 72 Revised From:
27 70 33 72 $76 600
53 71 56 72 Apr
69 71 73 72 Oct
52 72 56 74 May
70 73 73 74 Nov
26 73 50 79 S. R. Benson 
76 74 84 75 $100,600
52 74 56 75 Jun
70 74 74 75 Dec
9 75 21 77 Prepared by
52 76 74 77 Revised Costs (if any)
9 78 21 80 Approved by:
52 78 70 80 Fieldwork Schedule:
83 79 85 91 803108404
24 80 38 81 Group Manager
26 81 50 86 
26 81 28 83 
29 81 36 83 Pasholuk
52 82 72 83 Start Field w/o 11 /13 /95
24 83 28 84 MPIO
29 83 37 84 Director
51 85 71 86 Reporting Schedule:
24 86 40 88 Product Manager
52 88 70 91 Topline w/o 12 /18 /95 Final Report 12/ 31/ 95
24 89 46 91 Group Product Manager
